Summary
Overview
Work History
Education
Skills
General Information
Work Authorization
Personal Information
Languages
Timeline
BusinessDevelopmentManager
Carla Pesquera

Carla Pesquera

Summary

Strong professional experience at large and medium companies from different industries covering financial services, consulting, consumer goods, telecommunications and education, always results oriented. With the opportunity to work as a senior manager in different areas such as Marketing, Sales, Sales trading, Product Innovation, Strategy, Commercial and Digital Transformation, Commercial Planning, Sales, Pricing and Customer Care and Retention. I am a specialist in strategy definition, brand positioning, business turnarounds and strategic projects with broad experience in European & American markets. Customer focused manager dedicated to delivering positive customer experiences to promote loyalty and repeat business. Orchestrates optimal resource utilization to handle expected operational needs. Sales leader with a sound judgment, good planning abilities and interpersonal communication strengths that help me to motivate my teams and develop their professional careers. Moreover I am a certified Executive Coach which helps me manage different and multicultural teams.

Overview

21
21
years of professional experience

Work History

Global Executive Corporate Director

ProEduca Altus SL
01.2019 - Current
  • Board of members business results, planning and forecasting bimonthly presentation for all the educational centers within the group
  • Managing 5 different areas globally of the different educational centers (more than 60 people reporting directly and indirectly the whole business direction).
  • In charge of commercial planning and pricing strategy creating the area from its origin and contributing with 7MM€ EBITDA improvement in less than 3 years.
  • Developed and created the area of strategic and transformational projects to improve marketing and sales.
  • Defined and created the area that manages churn within the main educational center of the group retaining in less than a year 2,5MM€ in sales
  • Defined all commercial policies to be implemented in the different markets of operation
  • Led the customer attention team managing thousands of customers per year
  • In charge of developing an in-house tool in order to improve the efficiency of the department by a 60%.
  • Improved EBITDA 18% during the first months of entering in the company.
  • Enhanced company productivity by implementing streamlined operational processes and workflow systems.
  • Developed strategic partnerships for business growth and expansion, strengthening the corporate network.
  • Led cross-functional teams to achieve project goals on time and within budget constraints.
  • Boosted employee morale and retention through effective communication, recognition programs, and team-building initiatives.
  • Managed organizational change effectively by developing thorough transition plans and providing clear direction to employees.
  • Delivered consistent revenue growth with innovative marketing strategies and targeted customer engagement campaigns.
  • Implemented advanced IT infrastructure to support increased efficiency in daily operations, resulting in improved overall performance levels.
  • Mentored junior executives for leadership roles, fostering a culture of professional development within the organization.
  • Increased market share by identifying new business opportunities and executing strategic initiatives to capture them successfully.
  • Implemented industry best practices for risk management and compliance, ensuring adherence to regulatory standards.
  • Streamlined communication channels between departments to facilitate collaboration and improve decision-making processes.
  • Overhauled outdated policies and procedures with modernized approaches that improved operational efficiency without compromising quality standards.
  • Fostered a culture of continuous improvement by encouraging employee feedback and implementing actionable changes based on their input.
  • Recruited, trained, mentored and engaged highly successful operations leadership team.
  • Developed business plans to capitalize on new services and facilitate successful future growth and practice acquisitions.
  • Implemented business strategies, increasing revenue and effectively targeting new markets.

B2B Global Interim Director of Commercial Transformation

TELEFONICA
01.2019
  • Substituted the Global Director of B2B Commercial Transformation on his temporary assignment overseas.
  • Led a team of more than 20 direct reports located in 7 different countries that execute on site strategic projects (focusing on Spain & Germany and Latam).
  • Coordinated and led the implementation of projects for 17 countries as; (i) inside Sales new channel implementation, (ii) change2Grow organizational and training program for sales and marketing employees, (iii) turnaround programs (started in Germany and rolled out to other countries), (iv) customer retention projects, (v) market intelligence use cases to improve customer hunting and farming campaigns, (vi) brand positioning definition, (vii) opening online channels and ecommerce shops to increase online channel mix for B2B, (viii) customer experience improvement (increase ISC and NPS scores), (ix) digital transformation, (x) new product launches and innovation on commercial bundles and offers, etc.
  • Presented the new objectives and priorities for B2B 2019 live for 4,000 people online and 300 on site attendees.

B2B CEO Deputy Business Manager & B2B Global Transformation Manager

TELEFONICA
01.2018
  • Led the first year of strategy implementation of the turnaround B2B TEF Germany.
  • Involved in all meetings and decisions concerning B2B Business Solutions with Global B2B CEO.
  • Prepared the meeting dedicated for the global analysts as Gartner.
  • Specialized on high level white papers for Telefonica Presidency as; (i) Digital Governments trends and implementation phases, (ii) Cloud Quantum and Cloud Computing current applications and future opportunities for businesses, (iii) regional sectors and technology, etc.
  • Defined the model for digital maturity of the different countries to be used around the footprint as an indicator of status complementary to the on site diagnosis previous to implementation phases.

B2B Global Transformation Manager

TELEFONICA
01.2017 - 01.2018
  • Led the strategy definition to turnaround B2B TEF Germany
  • Led a multidisciplinary team (15 direct reports) from different corporate areas (TEF Germany, Corporate Strategy, Brand and B2B Global Commercial Transformation) that defined the strategy to return to the growth path
  • The strategy defined covered 8 different work streams; (i) branding repositioning, (ii) product and offer definition, (iii) sales channels design, (iv) business intelligence development roadmap, (v) operations improvement plan (customer service and product delivery), and (vi) IT simplification and organizational redefinition
  • The plan resulted in increasing the revenues from 3% CAGR to 10% for a 3 years period.
  • Defined and launched the global SME training course on the online internal platform Learn 4 Sales that reaches over 30K TEF professionals in order to develop knowledge and capabilities related with SME.
  • Defined the strategic proposal for Argentina in order to fight back the Cablevision and Nextel merger.
  • Redefined and launched the new online channel for Chile improving the product portfolio and offer and customer journey for B2B in alignment with B2C business.
  • Developed and designed the maturity model evaluation for the 25 countries within TEF footprint
  • The model aims to analyze the level of maturity for each country.
  • Granted CCDO Global recognition for excellent achievements and results
  • Granted Global Transformation recognition for individual contribution to the Global team.

B2B Global Transformation Leader

TELEFONICA
01.2015 - 01.2017
  • Co-lead creation and launch of German subsidiary online second brand achieving in 3 months 80% sales level of the most developed subsidiary of the Group
  • Granted with a global recognition for excellent results.
  • Co-led online channel integration with indirect sales force in Spain improving conversion rate by 250% for the most complex products.
  • Led human capital turnaround for SME (working with 16 countries) covering talent program and training development programs for each country and area within the SME segment.
  • Granted Global team recognition for SME segment turnaround within Telefonica Group
  • Granted Global individual recognition for excellent contribution.

Marketing Manager

SC JOHNSON
01.2012 - 01.2015
  • Defined the 5 years strategy for the category that improved margins and generated market share growth that included 8 new product launches and 10 new promotions incremental to regional plan (7% revenues increase).
  • Led category P&L, product launch, sales forecasting, promotional design, budget follow up, POS material, pricing and obsoletes management.
  • Led customer presentations for all sales channels (Retail Environments: Mass Market, Traditional and Pharma).
  • Achieved turnarounds in Hypermarkets (+2.3 pts SOS vs LY) and Traditional (+1.1 pts SOS vs LY) after 3 years decline.
  • Recovered 65% of Mercadona revenues (RE representing 35% of market share) in other sales channels (representing 15% market share) due to an aggressive but solid promotional activity that increased customer trial and loading.
  • Launched 3 new and exclusive products for Pharma being responsible for finding new distributors and partners.
  • Established the plan for aerosols that allowed to achieve 2nd market position (vs 5th) and increased sales by 175%.

Key Account Manager

SC JOHNSON
01.2012 - 01.2012
  • Led DIA relationship improvement that allowed 5 incremental product listing.
  • Defined company sales processes that reduced new incorporation's training by a 70%.

Sr. Brand Manager Air Care and Home Cleaning categories

SC JOHNSON
01.2010 - 01.2011
  • Developed and executed a 3 year strategic plan for the Air Care category that allowed us to win 1.5 pts SOM
  • The plan included (i) portfolio modification (launching Product of Year 2012), (ii) communication plan, (iii) promotion innovation and (iv) Brise to Glade rebranding.
  • Launched new strategic products that provided significant growth for the categories, including (i) Brise Sense &Spray Collection (ii) Brise Discreet (achieving the 2012 Product of the Year award) and (iii) “Pato Discos Activos Double Refills”.
  • Defined budget, sales forecasting, priorities by category and RE, pricing strategy, promotions and media selection.
  • Obtained the best qualification ever for the Spanish branch in the marketing and trade internal audit.
  • These categories represent 80% of the business
  • I was promoted 8 months after being hired.

Sr. Brand Manager Pest Control Category

SC JOHNSON
01.2009 - 01.2010
  • Achieved market leadership in this category for the first time in the Spanish market being promoted 8 months after recruitment.

Project Manager

ING DIRECT
01.2006 - 01.2007
  • Led the launch of new products having to manage teams formed by marketing, financial, technology, quality and operations experts.
  • Directed various projects aimed to either improve products operationally or to increase innovation for products and services oriented to customers.

Senior Team Leader

EY
01.2004 - 01.2006
  • Granted double promotion (only 1 out of 50 colleagues) for excellent performance, having led simultaneously a number of strategic projects for key clients of the firm.
  • Led numerous consulting teams that developed projects for key customers of the firm including Spanish listed companies, financial & insurance institutions and American investment banks.
  • Guided the team that advised the Spanish branch of an American top financial entity to obtain the license to raise hedge funds in Spain.

Senior Consultant

EY
01.2003 - 01.2004
  • Conducted a team of consultants and auditors to develop an operational risk management platform of a Spanish Savings Bank
  • The solution was publicly praised and recommended to other financial institutions by CECA.
  • Selected as coach of consultants of the firm and co-author of a published report on the evolution of the Spanish treasury
  • Defined procedures of centralization of financial transactions and operational treasury for a top Spanish utility.

Education

DIBEX – Digital Business Executive Program -

ISDI INSTITUTO SUPERIOR PARA EL DESARROLLO EN INTERNET
01.2015

Master of Business Administration (MBA Program) -

IESE BUSINESS SCHOOL
01.2009

Master of Business Administration (MBA Exchange Program) -

KELLOGG SCHOOL OF MANAGEMENT
Chicago, UNITED STATES

Graduated in Law and Business Administration (ICADE E3) -

ICADE – UNIVERSIDAD PONTIFICIA COMILLAS
01.2003

Professional Executive Coach

CTI - Coactive Institute
Barcelona, Spain
11.2022

Skills

  • Budget Development
  • Operations Management
  • Organizational Development
  • Sales Management
  • Team Leadership
  • Process Improvement
  • Strategic Planning
  • Innovation Management
  • Marketing Strategy
  • Customer Retention
  • Business Growth Initiatives
  • Teamwork and Collaboration

General Information

  • Certified executive coach by Coactive Coaching Institute (CTI), Certified on Mindfulness-Based Stress Reduction (MBSR) and NPL practitioner by Richard Branson,
  • Collaborations with non-profit organizations: educating for “Save the Children” and “Fundación Telefónica” in a mobile app that will bring improve health conditions for Tanzanian citizens by the intense use of Augmented Reality and Machine learning.,
  • President of Women in Business in the IESE MBA and co-organized MBA Olimpic Games in France and Doing Good Doing Well conference event.,
  • Hobbies are reading, travelling, writing (Oxford University graduated from “Writing for fiction” course), sports (training, yoga - specially aeroyoga and swimming), dancing (professional studies for 9 years), drawing (studies at Yale University)

Work Authorization

European Union

Personal Information

  • Date of Birth: 09/02/1979
  • Nationality: Spanish

Languages

Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)

Timeline

Global Executive Corporate Director

ProEduca Altus SL
01.2019 - Current

B2B Global Interim Director of Commercial Transformation

TELEFONICA
01.2019

B2B CEO Deputy Business Manager & B2B Global Transformation Manager

TELEFONICA
01.2018

B2B Global Transformation Manager

TELEFONICA
01.2017 - 01.2018

B2B Global Transformation Leader

TELEFONICA
01.2015 - 01.2017

Marketing Manager

SC JOHNSON
01.2012 - 01.2015

Key Account Manager

SC JOHNSON
01.2012 - 01.2012

Sr. Brand Manager Air Care and Home Cleaning categories

SC JOHNSON
01.2010 - 01.2011

Sr. Brand Manager Pest Control Category

SC JOHNSON
01.2009 - 01.2010

Project Manager

ING DIRECT
01.2006 - 01.2007

Senior Team Leader

EY
01.2004 - 01.2006

Senior Consultant

EY
01.2003 - 01.2004

DIBEX – Digital Business Executive Program -

ISDI INSTITUTO SUPERIOR PARA EL DESARROLLO EN INTERNET

Master of Business Administration (MBA Program) -

IESE BUSINESS SCHOOL

Master of Business Administration (MBA Exchange Program) -

KELLOGG SCHOOL OF MANAGEMENT

Graduated in Law and Business Administration (ICADE E3) -

ICADE – UNIVERSIDAD PONTIFICIA COMILLAS

Professional Executive Coach

CTI - Coactive Institute
Carla Pesquera